Managing And Marketing Radical Innovations: Marketing New Technology by Birgitta SandbergManaging And Marketing Radical Innovations: Marketing New Technology by Birgitta Sandberg

Managing And Marketing Radical Innovations: Marketing New Technology

byBirgitta SandbergEditorBirgitta Sandberg

Paperback | January 27, 2011

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This book responds to a growing demand in the academic community for a focus on customer-related proactive behaviour in the study of radical innovation development, combining a thorough theoretical discussion with detailed international case studies considering the role of this proactivity in five firms engaged in the process.

Unlike other studies in this area, this book demonstrates that anticipation plays an important role at the idea generation stage and Sandberg introduces a new way of describing a firm's proactivity as a dynamic pattern. Furthermore, the deeper consideration of customer related proactivity contributes to the study of market orientation, which increasingly focuses on the proactive side.

 

Birgitta Sandbergis Assistant Professor in International Business and coordinator of the Global Innovation Management Masters Degree Programme at the Turku School of Economics, Finland.
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Title:Managing And Marketing Radical Innovations: Marketing New TechnologyFormat:PaperbackDimensions:286 pages, 9.21 × 6.14 × 0.68 inPublished:January 27, 2011Publisher:Taylor and FrancisLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0415619475

ISBN - 13:9780415619479

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Table of Contents

1. Introduction 

 

2. Proactiveness in the Firm 

 

3. Proactiveness Towards Customers 

 

4. Developing Radical Innovations 

 

5. Customer Related Proactiveness in the Case Innovations 

 

6. A Modified Framework of Customer Related Proactiveness During the Development Process 

 

7. Conclusions 

 

8. Summary 

 

Bibliography 

 

Appendix 1: Glossary of Key Concepts as Defined in this Study 

 

Appendix 2: List of Interviews, Discussions and Correspondence

 

Appendix 3: The Most Important Publications Utilized to Complement the Case Descriptions 

 

Appendix 4: The Most Important Publications Utilized in the Case Selection